Crafting your Marketing Message
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In this presentation, Clay Kraby teaches you how to create a message that will resonate with your target audience and drive sales (or registrations, donations, etc). Learn how to write messages that effectively tell your story to your customers.
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Crafting your Marketing Message
- 1. Crafting Your Message
- 2. DEFINE YOUR AUDIENCE WHO ARE YOU TRYING TO REACH?
- 3. DEFINE YOUR AUDIENCE It’s NOT ‘everybody’ Having too many niches is as bad as having none Focus on niche segments
- 4. DEFINE YOUR AUDIENCE You will usually have multiple target audiences Each audience will need a uniquely crafted message Audiences are reached in different ways
- 5. WHO MIGHT STAY HERE
- 6. DEFINE YOUR AUDIENCE Once you focus on a specific audience, determine what you know about them
- 7. WHAT DO HOTEL USERS WANT?
- 8. DEFINE YOUR AUDIENCE What concerns do they have? What do they value in your offering? How do they make their decisions? What demographic information is there?
- 9. CRAFT YOUR MESSAGE MESSAGES THAT SELL
- 10. MESSAGES THAT SELL Easiest thing for any audience to say is No, thank you.
- 11. MESSAGES THAT SELL 1. Concept Description 2. Problem Statement 3. Overt Benefit 4. Reason to Believe 5. Call to action
- 13. Get their attention CONCEPT DESCRIPTION
- 14. Answers ‘What is it?’ CONCEPT DESCRIPTION
- 15. Make Calls from your computer – Free to other people on Skype and cheap to phones and mobiles around the world CONCEPT DESCRIPTION
- 16. With 160GB of storage, iPod classic can hold up to 40,000 songs, 200 hours of video, or 25,000 photos. That’s more than enough room for a day’s - or a lifetime’s – worth of entertainment. CONCEPT DESCRIPTION
- 17. Avoid Jargon Speak to your Audience Identify Benefits CONCEPT DESCRIPTION
- 19. What’s the Problem? Identify the customer’s needs People buy emotionally, not intellectually. Get to the emotion behind the benefit. Always. PROBLEM STATEMENT
- 20. 1. Identify the benefit 2. What problem do you solve? 3. Address this ‘pain point’ PROBLEM STATEMENT
- 21. Your problem statement can show how your offering makes a meaningful difference in your customer’s life. It can also serve to separate you from your competition, if your unique solution solves a problem that others in your industry do not PROBLEM STATEMENT
- 24. OVERT BENEFIT
- 25. So What? How do you solve their problem? How do you do it better than their other options? OVERT BENEFIT
- 26. COMMON NEEDS OF ANY AUDIENCE Here are a few of the most popular things buyers are looking for: Security - Monetary gain, freedom from financial worry. Self-Preservation - Safety and health: for self and family. Convenience - Comfort, more desirable use of time. OVERT BENEFIT
- 27. COMMON NEEDS OF ANY AUDIENCE Avoidance of Worry - Ease of mind, confidence. Recognition From Others - Social status, respectability, the wish to be admired. Self-Improvement - Spiritual development, hunger for knowledge, intellectual stimulation. OVERT BENEFIT
- 28. WHAT NEED IS SOLVED? Security Self-Preservation Convenience Avoidance of Worry Recognition From Others Self-Improvement
- 29. The Overt Benefit should also describe your unique selling position. How do you it better than your competition? OVERT BENEFIT
- 30. Remember, don’t compete OVERT BENEFIT only on price
- 31. OVERT BENEFIT? | Fun Commercial, but why buy VW?
- 33. How does your audience know you can do what you say? REASON TO BELIEVE
- 35. Substantiate your claims "Lowest prices guaranteed!" Or what, you'll apologize? “The best in the industry” Why? Says who? REASON TO BELIEVE
- 36. Avoid Jargon or Unclear Statements “We use the synchro-static method” REASON TO BELIEVE
- 37. CALL TO ACTION
- 38. [Don’t put the cart before the horse] Your call to action should be after you’ve explained the problem, solution, and benefit
- 39. Tell Them What To Do Call Buy Register Download Subscribe Donate CALL TO ACTION
- 40. Remind them again right before the call to action
- 41. Incentivize It
- 42. Determine the most appropriate call to action. ‘Call for a quote’
- 43. Determine the most appropriate call to action. NOT switch companies
- 45. MESSAGES THAT SELL 1. Concept Description 2. Problem Statement 3. Overt Benefit 4. Reason to Believe 5. Call to action
Notes de l'éditeur
- Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade
- Identify the ‘So What?’Tell what problems you solve, not ‘what you do’Don’t just inform, pursuade